TECH SUPPLIER Apr 2020 - Market Perspective - Doc # US46006920

The Current State of Header Bidding and In-App Bidding

By: Marissa Gluck, Karsten WeideProgram Vice President, Media & Entertainment

Abstract

This IDC Market Perspective provides an overview of the current state of header bidding and in-app bidding (a header biddinglike technology), the latest trends, and the challenges players are facing and how they can tackle them.

"Header bidding is now table stakes in the industry," said Karsten Weide, program VP of Media and Advertising at IDC. "But header bidding is not 'fire and forget'; challenges remain and need to be addressed. In-app bidding is still fairly new yet must be adopted to realize the efficiencies that come with header bidding, and its implementation is not trivial."


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